You know what will happen. This thing will fail hard, and then movie studios will go back to suing teenagers with the argument that "We tried to sell movies on the internet, but no one bought them!". How can they seriously expect anyone to pay $40 for a downloaded movie, when you can buy the DVD for at least half of that, and you get packaging as well as supplemental materials.

Apple should just get on with it and open an iTunes Movie Store, and show the movie studios how it's done.

Lovefilm is a UK company though, so expecting any kind of North American company to sell movies for $40 is out of hand for anyone that uses that as an excuse as to why it will fail (ie, exchange rate.)

Still. Natively, even £19.99 is pretty rubbish, as you're paying the highest price legally possible for a movie file to which you have no rights over, and no kind of nice packaging for.

And you can just go over to an actual site like Amazon or Play and get the same movie for even cheaper.

If they're going to put their beloved DRM all over it, why not just sell movies online for a cut price? Then again, that arguement can be used for music, and poor saps are willing to splunge equal amounts of money into iTunes for music they have no rights over. :P